Entrepreneurial orientation far beyond opportunity: the influence of the necessity for innovativeness, proactiveness and risk-taking

Purpose This paper aims to investigate factors that induce entrepreneurial orientation (EO), i.e. what influences the manifestation of its fundamental attributes (innovativeness, proactiveness and risk-taking). Design/methodology/approach This study focuses on religious entrepreneurship in an emerging economy, employing a single case study approach. A total of 17 shepherd-entrepreneurs and 4 parishioners were interviewed. Findings The results suggest that two key driving factors influence religious entrepreneurs' EO: the search for the discovery of opportunity (a finding that strengthens current literature); and both the search for the creation of opportunity and overcoming challenges associated with the need for survival. Practical implications This paper allows entrepreneurs to understand better the factors and motivations that affect their entrepreneurial behavior. It is particularly relevant to entrepreneurs embedded in emerging and developing countries, in which the interchange between opportunity and need contexts is apparent. Further, this paper sheds light on significant dimensions for entrepreneurs' education and training programs. It also suggests elements capable of bolstering public policies. Originality/value The contributions of this paper are fourfold: it supports an integrative view of creation and discovery theories; it reinforces the alternating character of entrepreneurial motivations; it expands the literature by arguing that creating opportunity and the need for survival also influence entrepreneurs' innovativeness, proactivity and risk-taking; and it stresses the neo-Pentecostal shepherds' entrepreneurial propensity.